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Product and Service Design

Product and Service Design. Product and Service Design Process Planning Concurrent Design and Engineering Functional Design Reliability and Analyzing Failures Design Process Quality Function Deployment Taguchi Robust Design. Product Design. Specifies materials

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Product and Service Design

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  1. Product and Service Design • Product and Service Design • Process Planning • Concurrent Design and Engineering • Functional Design • Reliability and Analyzing Failures • Design Process • Quality Function Deployment • Taguchi Robust Design

  2. Product Design • Specifies materials • Determines dimensions & tolerances • Defines appearance • Sets performance standards

  3. Service Design • Specifies what the customer is to experience • Determines setting and degree of customer involvement • Defines physical items, physiological benefits, & psychological benefits the customer receives • Sets standards for delivery

  4. An Effective Design Process • Matches product/service characteristics with customer needs • Meets customer requirements in the simplest, most cost-effective manner • Reduces time to market • Minimizes revisions

  5. Feasibility Study • Market Analysis • Economic Analysis • Technical / Strategic Analysis

  6. Good taste • Cocoa Puffs High nutrition Low nutrition • Cheerios • Rice • Krispies • Wheaties • Shredded • Wheat Bad taste Perceptual Map Of Breakfast Cereals

  7. ProcessPlanning • Create workable instructions for manufacture • Select tooling & equipment • Prepare job descriptions • Determine operation & assembly order • Network all systems

  8. Improving The Design Process 1. Implementing concurrent engineering/design and design teams 2. Analyzing functional design, reliability, and maintainability 3. Measuring design quality 4. Utilizing quality function deployment 5. Designing for robustness

  9. Concurrent Design • Also known as simultaneous or concurrent engineering • Simultaneous decision making by design teams • Integrates product design & process planning • Details of design more decentralized • Encourages price-minus, not cost-plus pricing • Needs careful scheduling because tasks are done in parallel

  10. Concurrent Design Customers Design Engineering Marketing Suppliers Production

  11. Design Teams • Cross-functional • Marketing, manufacturing, engineering, finance • Vertical • Suppliers, dealers, customers • Horizontal • Lawyers, accountants, insurance companies

  12. Customers Marketing Design Engineers Manuf. Engineers Production Break Down the Walls Between Functional Areas

  13. Functional Design(How The Product Performs) • Reliability • probability product performs intended function for specified length of time • Maintainability • ease and/or cost or maintaining/repairing product

  14. Analyzing Failures • Failure Mode and Effects Analysis (FMEA) • a systematic approach for analyzing causes and effects of failures • prioritizes failures • attempts to eliminate causes • Fault Tree Analysis (FTA) • more visual • studies interrelationship between failures

  15. Failure Mode & Effects Analysis

  16. Fault Tree Analysis Solved Solved

  17. Components in series 0.90 0.90 0.90 x 0.90 = 0.81 Components in parallel .90 .95 0.95 + 0.90(1-0.95) = 0.995 Computing Reliability

  18. Quality Function Deployment (QFD) • Translates the voice of the customer into technical design requirements • Displays requirements in matrix diagrams • First matrix called house of quality • Series of connected houses

  19. 5. Tradeoff Matrix House Of Quality 3. Product characteristics Importance 1. Customer requirements 4. Relationship matrix 2. Competitive assessment 6. Technical assessment and target values

  20. House Of Quality for a Steam Iron

  21. Series of Connected Houses Customer Req. Product Characteristics A-1 Part Characteristics Process Characteristics House of Quality A-2 A-3 Operations Parts Deployment A-4 Process Planning Operating Requirements

  22. Benefits Of QFD • Promotes better understanding of customer demands and design interactions • Increases customer satisfaction • Breaks down barriers between functions & departments & fosters teamwork • Improves design/development process documentation • Reduces the # of engineering changes, cost of design & manufacture, and brings new designs to the market faster

  23. Taguchi’s Robust Design • A product or service exhibits robustness if it performs consistently regardless of the operating conditions • Designers must consider both controllable factors (design features) and uncontrollable factors (operating conditions)in design for robustness

  24. Consistency Is Important • Consistent errors are easier to correct than random errors • Parts within tolerances may yield assemblies which aren’t within tolerances • Consumers prefer product characteristics near their ideal values

  25. Taguchi’s Quality Loss Function Quality Loss Lower Tolerance Limit Target Upper Tolerance Limit

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